Cheers

FIRST SIP ® Rum Grows Up June 2013 Vol. 24 No. 5 Executive Vice President, Group Publisher Charles Forman Tel (845) 262-1041 cforman@specialtyim.com T he Rum and Coke is often the first cocktail people order out when they reach legal drinking age. This was especially true a few decades ago when the drinking age in many states was younger, and drinkers still in or just out of high school wanted something simple and sweet. Plus, they didn't know what else to order. My early encounters with rum were the Tiki drinks served at a local Chinese restaurant. One of my favorite cocktails back then was The Volcano, which came in the namesake ceramic bowl, naturally, with a mini volcano bearing a flaming shot of rum in the center. Young consumers today are probably a lot more sophisticated than we were about rum and cocktails in general, thanks to the craft mixology movement and the proliferation of new spirits and flavors. But while many have expanded beyond white rum into the dark, spiced and flavored rums (coconut in particular), most people are barely scratching the surface of what rum has to offer, not to mention similar spirits like cachaça and rhum agricole. Our cover story looks at some of the perceptions, misconceptions and trends regarding rum. For instance, some mixologists are using premium aged rums in cocktails—in new recipes as well as in some classics that are typically made with other brown spirits. They're also promoting concept of aged rums to be sipped neat or on the rocks. Proper aging is a big deal with rum. "White rum is like a wild spirit—you need to put it in a barrel to tame," says Roberto J. Serralles, vice president of business development at Destileria Serralles in Ponce, Puerto Rico. His family's business, which has been producing Puerto Rican rum for more than 146 years and includes the Don Q, Caliche and Palo Viejo brands, has been experimenting with blending and aging. "Anybody can make a spirit," Serralles says, "but elegance is what we strive for" and what's achieved via the purity of the ingredients and optimum aging time. A number of other rum producers are also aiming for and achieving elegance, and bringing new respect to the category. Also in this issue, we look at favorite by-the-glass wines (page 28) and top pairing wines (page 36), as well as tips for selling beer in the craft beer age (page 22) and developing signature cocktails (page 18). A memorable specialty drink, the article points out, involves creativity, some showmanship and in many cases, a unique serving vessel. It's true: That's why I loved ordering those Volcanos. Editor Melissa Dowling Tel (203) 855-8499 ext. 223 mdowling@specialtyim.com Art Director Kathleen Sage ksage@specialtyim.com Production Director Mary Jo Tomei Tel (760) 318-7000 ext. 220 mtomei@specialtyim.com Editor-at-Large Liza B. Zimmerman Contributing Editors John Fischer Kelly Magyarics Robert Plotkin Monica Kass Rogers Thomas Henry Strenk Vice President of Sales, Associate Publisher Anthony Bongiovanni Tel (248) 253-0108 tbongiovanni@specialtyim.com Senior Regional Sales Managers Mark Marcon Tel (248) 761-6231 mmarcon@specialtyim.com Debbie Rittenberg Tel (215) 860-0306 drittenberg@specialtyim.com List Rental & Reprints Cheryl Naughton Tel (678) 292-6054 cnaughton@specialtyim.com Cheers® is published by Specialty Information Media Editorial offices at 17 High Street, 2nd Floor Norwalk, CT 06851 Cheers (ISSN 1051-564X—USP Number 007-239) is published nine times per year (January/February, March, April, May, June, July/August, September, October, November/December) by Specialty Information Media, 17 High Street, Norwalk, CT 06851. Periodical Rate Postage paid at Norwalk, CT and additional mailing offices. Cheers! POSTMASTER: Send address changes to Cheers, P.O. Box 2123, Skokie, IL 60076-7823 SUBSCRIPTIONS: One-year subscription rates: USA $35.00; Canada $50.00; air mail to other countries $75.00. ANDREA TOPALIAN Melissa Dowling Editor 8 | JUNE 2013 All subscriptions payable in U.S. dollars. Payment must accompany order. To subscribe write: Cheers, P.O. Box 2123, Skokie, IL 60076-7823, or call the Cheers customer service line at 847-763-9565, Fax 847-763-9569, M-F 8 a.m. to 4:30 p.m. CST. Subscription customer service e-mail: cheers@halldata.com. Copyright 2013 by Specialty Information Media, 17 High Street, Norwalk, CT 06851. Reproduction without the express written consent of the publisher is prohibited. Specialty Information Media, publishes Cheers, Beverage Dynamics, StateWays, Wine & Spirits Industry Marketing, Handbook Advance, Liquor Handbook, Wine Handbook, Beer Handbook and Fact Book. www.cheersonline.com

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